HOW TO SPOT AND FIX CRAPPY CASE STUDIES

Summary from the TLDR Marketing newsletter

B2B case studies often underperform because they document completed projects instead of telling compelling customer stories. Audit your last 3 by checking whether they explain the customer's original problem. If the stories feel interchangeable, interview a customer stakeholder for 30 mins to uncover what went wrong and what improved. 3-5 distinctive case studies can be more persuasive than 20 generic ones. Use anonymous stories when needed and repurpose them across newsletters and social media.